Pig adverts were boring, say shoppers
3 August 2000
Pig adverts were boring, say shoppers
THE Meat and Livestock Commission has defended its pigmeat advertising campaign after a poll showed 43% of shoppers found it uninteresting or irrelevant.
The campaign, which began on May 11, used in-store adverts to highlight the fact that imported meat does not have to meet stricter UK welfare standards.
It prompted fears that people would be put off buying any kind of pork because the adverts made the connection between live animals and meat.
The NOP poll showed that only 8% of consumers thought the adverts were informative. Only 7% said the campaign would encourage them to buy British.
And only 2% would seek out the British Meat Quality Standard label.
Chris Lukehurst, MLC pigmeat marketing manager, defended the campaign, saying that 24% of people were able to recall the campaign and its message.
“That means for the first time, and within a very short time indeed, we have put welfare firmly on the shoppers agenda,” he said.
The campaign had prompted a very high level of awareness with 26% of female shoppers showing a strong reaction to the adverts, said Mr Lukehurst.